This research aims to test and explain the influence of Brand Image, Brand
Ambassador, and Hedonistic Lifestyle on Purchase Decisions at Shopee Marketplace
in Generation Z. This research adopts a survey approach with a sample of 120
respondents. This sampling technique uses the Purposive Sampling method. Using the
multiple linear regression analysis method, the research results indicate that Brand
Image partially has a positive and significant effect on purchasing decisions.
Furthermore, brand ambassador partially has a positive and significant effect on
purchasing decisions. However, the hedonistic lifestyle partially has no effect and no
significant on purchasing decisions. This research can be used by companies as input
and consideration to improve company branding to have a good Brand Image and can
motivate consumers to make purchasing decisions.